Pepsi Refreshed

February 3, 2011 at 7:00 PM Leave a comment

Controversy has followed Pepsi’s crowdsourced corporate philanthropy effort, the Pepsi Refresh Project, with claims of off-shore voting mills and what-not skewing the results.

Pepsi is doubling down on the project, however, the New York Times reports.

[PepsiCo] walked away from spending $20 million on television spots for Pepsi during last year’s Super Bowl and plowed the money into a monthly online contest for people to submit their ideas and compete for votes to win grants.

It seems they’re not skipping the Super Bowl this year, but continuing the effort to expand their social network-based giving. The open question, of course, is how much does a corporation benefit from this sort of marketing, I mean, philanthropy?

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Entry filed under: Corporate Philanthropy & CSR.

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